ESPN Brazil and Samsung Turned Sportscasters Into Emojis, and Everyone Loved It

Activation promotes the new Galaxy S9 and S9+

The sportscaster-turned-emoji activation will continue to run through June. ESPN Brazil
Headshot of Alissa Fleck

Every day, real life merges a little more with the digital world, and robots take over more and more human tasks. So it should come as little surprise that ESPN Brazil, in partnership with Samsung, turned its SportsCenter hosts into emojis. And, as you can imagine, the crowd went wild.

The broadcast garnered more social media comments than the NBA playoffs and more than the FIFA World Cup, a spokesperson said.

The network turned the anchors, Paulo Soares and Antero Greco, into emojis for four special editions of the show to promote the My Emoji feature in the Galaxy S9 and S9+. The activation, which was developed with Leo Burnett Tailor Made, will continue to air in different programs throughout May and June.

The activation replaces two of the anchors' heads with emojis.

“Through a young approach, we want to show in a fun way how My Emoji can reimagine the way to express oneself, providing a unique experience for our consumers,” said Loredana Sarcinella, senior director of marketing for the division of mobile devices at Samsung Brazil, in a statement.

The My Emoji feature allows Galaxy users to take a single selfie and create a 3-D avatar of themselves with distinct facial features that they can then share across social media.

The transformation from news anchor to emoji is part of a larger campaign called “The Camera: Reimagined.”

Campaign: “ESPN Sports Center Action – My Emoji”
Agency: Leo Burnett Tailor Made
CCO: Marcelo Reis
VP/ECD: Wilson Mateos
Creative Director:  Pedtro Utzeri and Vinícius Stanzione
Copywriter: Fabio Nagano, Henrique Zirpoli
Art Director: Breno Balbino, Ivan Loos
Client Service: Fabio Brito, Mariana Nunes, Raphael Chiorino and Olivia Tornelli
Media: Andrea Hirata, Heloisa Goldman, Alexandre Suzuki, Thais Miranda, Marcelo Akagi and Leonardo Tocca
Client Approval: Lorenada Sarcinella, Alessandra Barcala, Monique Silva and Giuliano Carneiro

Trade Name: Animuz
Company Name: José Almeida Design & Produções LTDA – ME
Art/Animation and Production Director: José Almeida
Animator: Fellype Navarro
3D and post production crew: Bruno Babugia and Gabriel Padua
Ad Sales VP: Rafael Davini
Account Executives: Mauro Borges and Renato Mocoka
Planning: Jessica Arslan and Matheus Jordão
Creative Solutions: Larissa Campos, Daniela Lima and Viviana Patti
Production: Karen Barbosa and Ivana Papi
Year of Production: 2018

@AlissaFleck Alissa Fleck is a New York City-based reporter, podcast producer and contributor to Adweek.
Publish date: May 25, 2018 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT